Embed Size (px)
Citation preview
OSJR
18-053
1
<Notes and Disclaimers>
・This report is produced by the trust corporation based on the contract with JICA. The contents of
this report are based on the information at the time of preparing the report which may differ from
current information due to the changes in the situation, changes in laws, etc. In addition, the
information and comments posted include subjective judgment of the trust corporation. Please
be noted that any actions taken by the users based on the contents of this report shall be done
at user’s own risk.
・Neither JICA nor the proposed corporation shall be responsible for any loss or damages
incurred by use of such information provided in this report.
2
Contents
Chapter 1: Executive Summary ................................................................................................................... 3
Overview of the Survey and Consistency with Development Themes .......................................... 3
1-1. Overview of the Survey ............................................................................................................... 3
1-2. Background of the Survey ........................................................................................................... 3
1-3. Survey Objective ......................................................................................................................... 3
1-4. Outline of the Business Model .................................................................................................... 4
1-5. Consistency with Development Themes ..................................................................................... 4
Survey Method................................................................................................................................... 4
2-1. Overall Survey Plan .................................................................................................................... 4
2-2. Survey Period .............................................................................................................................. 5
2-3. Survey Areas ............................................................................................................................... 5
2-4. Survey Organization and Roles ................................................................................................... 6
2-5. Verification Items ........................................................................................................................ 7
Verification Results ........................................................................................................................... 7
3-1. Feasibility of business ................................................................................................................. 7
3-2. Base for Determining Feasibility of Business and Verification Results ...................................... 7
3-3. Remaining Issues and Actions for the Future .............................................................................. 7
3-4. Business Launch Plan .................................................................................................................. 7
Chapter 2: Details of Survey Results ........................................................................................................... 9
Investment and business environments (policies and systems, infrastructure and related
facilities, and others) ......................................................................................................................... 9
1-1. Policies and legal systems related to foreign investment in general ........................................... 9
1-2. Legal systems related to the business and need to acquire permits and licenses ....................... 11
Market for the Concerned Business .............................................................................................. 14
2-1. Surveys on Current Market Conditions (Market Competition, Market Size, Distribution Systems
and Others) ................................................................................................................................ 14
2-2. Marketing Research on Target Purchasers ................................................................................ 16
2-3. Distribution and Sales Related Survey ...................................................................................... 20
Development of Business Plans ...................................................................................................... 23
3-1. Development of Verification Matters to be Used as Criteria for Commercialization ................ 23
3-2. Procurement Plan for Raw Materials and Equipment ............................................................... 25
3-3. Production, Distribution, and Sales Plans ................................................................................. 25
3-4. Personnel Plans and Human Resource Development Plans ...................................................... 25
Consideration for the Development Effect by Implementing This Project ................................ 26
4-1. Setting the Development Issues We Want to Solve through BOP Business and Indicators ...... 26
4-2. Scenario for Producing the Development Effect after BOP Business is Implemented (Draft) . 29
Consideration for the possibility of collaboration with JICA projects ....................................... 29
3
Chapter 1: Executive Summary
Overview of the Survey and Consistency with Development Themes
1-1. Overview of the Survey
Items Details
Objective To determine the feasibility of the Yakult business making the most of
the Yakult Ladies’ organization, encouraging the self-reliance of
women, including those in the BOP class, through which useful
products for human health are delivered to many homes
Period March 2017 to December 2018 (22 months)
Areas for activities Yangon and Naypyidaw in Myanmar
Outline of businesses for
commercialization
Manufacturing and sales of the Yakult Lactobacillus-based beverage
and the development of an original logistics network, making the most
of Yakult Ladies in Myanmar
Target development effects and
beneficiaries
Job creation for women and establishment of a national health practice
in Myanmar
Activity details ① Surveys including preparatory studies based on literature and the
like and interviews with people at concerned authorities and
organizations, as well as experts in Myanmar
② A survey measuring the receptive capacity of 1,000 men and 1,000
women including drinking tests for the actual product in the
Yangon area, in five monthly household income levels, and four
age groups.
③ A survey for measuring willingness to work of 500 women in their
20s to 40s in the Yangon area, in five monthly household income
levels, and three age groups
④ Interviews with people at companies and organizations in Myanmar
where women work successfully, based on findings through the
surveys stated in ① to ③ above
1-2. Background of the Survey
The Yakult Ladies model, which offers employment opportunities for women based on the corporate
philosophy of Yakult Honsha Co., Ltd., is already contributing to improving the standard of living for people,
including members of the bottom of the pyramid (BOP) class, in many countries. Yakult Honsha Co., Ltd. is
aiming to develop businesses in Myanmar, which it considers the last remaining large country among the
members of the Association of Southeast Asian Nations (ASEAN), in its medium- and long-term business
plans.
1-3. Survey Objective
The objective of the survey is to determine the feasibility of the Yakult business making the most of the
Yakult Ladies’ organization, encouraging the self-reliance of women through which useful products for
human health are delivered to many homes.
4
1-4. Outline of the Business Model
Business model diagram
1-5. Consistency with Development Themes
Employment difficulties and unsanitary conditions due to low income are development themes in Myanmar.
Under such conditions, many children have poor health and are dying from acute diarrhea caused by enteric
infections in particular. The Yakult Lactobacillus-based beverage, whose Lactobacillus casei strain Shirota
has been proven to reach the intestines alive and improve the intestinal environment, will be able to (1)
contribute to improving living standards by generating employment opportunities for local women through
the recruitment and education of the Yakult Ladies responsible for the home delivery system, and (2) develop
healthy local communities through its sustained consumption.
In the Yakult Honsha Co., Ltd.’s business model, Yakult Ladies are educated systematically. Women who are
to be employed as Yakult Ladies are guided and supported to stand on their own feet after several months of
painstaking training through programs, including desk studies and on-the-job (OJT) training. Yakult Honsha
Co., Ltd. aims to increase income by creating jobs, promote health, and, by extension, improve the standard
of living while reducing the gender gap through the provision of opportunities to continue drinking its product,
which conditions the intestinal environment, through a business model involving vocational training for local
women called Yakult Ladies.
Survey Method
2-1. Overall Survey Plan
Interview experts at concerned organizations on the latest local trends, in addition to conducting advance
desk research. Shape plans for solving development themes to prepare for a sales launch following the
operation of a factory by studying target women’s willingness to work, in addition to the health awareness of
people living in Myanmar, including the BOP class, and conducting drinking tests for the actual product. Use
all findings through on-site surveys, health awareness surveys and studies on willingness to work effectively
and apply them to holding workshops and developing a network in preparation for commercialization.
5
2-2. Survey Period
① First on-site survey: interviews with people at concerned authorities and organizations, as well as
experts in Myanmar
Schedule A: Monday, June 5 to Saturday, June 10, 2017; Schedule B: Monday, July 10 to Saturday, July
15, 2017
② Second on-site survey on health awareness: a survey for measuring receptive capacity: a survey
including Yakult drinking tests for 1,000 men and 1,000 women including drinking tests for the actual
product in the Yangon area, in five monthly household income levels, and four age groups
Tuesday, December 5 to Friday, December 16, 2017
③ Second on-site survey on women’s willingness to work: a survey for measuring willingness to work for
500 women in their 20s to 40s in the Yangon area, assumed to be candidates for Yakult Ladies, in five
monthly household income levels, and three age groups
Tuesday, December 5 to Friday, December 16, 2017
④ Third on-site survey: interviews with people at companies and organizations in Myanmar where women
work successfully
Wednesday, September 19 to Friday, September 21, 2018
2-3. Survey Areas
Yangon and Naypyidaw areas in Myanmar
Fiscal 2017 Fiscal 2018 and subsequent fiscal years
Research
projects
Pilot
projects
Commercialization
● Desk research
● Interviews with
people at
concerned
authorities and
organizations, and
experts in Myanmar
Drinking test marketing
Surveys on the health
awareness of ordinary
consumers
Surveys on women’s
willingness to work
Interviews with people at
companies and organizations
in Myanmar where women
work successfully
6
2-4. Survey Organization and Roles
運営 運営
Yakult Honsha Co., Ltd. Supervise the business as a whole and act as the person in charge of contact with JICA
Survey 1 on investment and business conditions/survey related to
manufacturing/distribution, sales and marketing studies/business plan formulation
Survey on legal restrictions related to health claims
Lactobacilli studies and academic research Survey 1 related to food restrictions, safety and
hygiene
Survey 2 related to food regulations, safety and hygiene
Survey related to distribution
Assistant to the person in charge of the business/seminar sponsorship support
Survey process management/adjustments in Japan/accounting
Proposing company (business
Outside personnel supervision/workshop operation supervision
Survey plan formulation/execution and management of surveys on women’s willingness to work
Preparations for interviews with experts 2/workshop execution management
Responses to cooperating companies in Myanmar/execution and management of interviews with experts/execution and management of drinking
tests and health surveys
Promotion of interviews with experts/drinking test and health survey supervision
Drinking test and health survey supervision/sample logistics management
Execution of interviews with experts 1/consumer survey operation and execution, and survey analysis/baseline studies and examination of
development effects
Support for consumer surveys and analysis/support for baseline studies and examination of development
effects
Execution of interviews with experts 2/preparations for workshop surveys
Preparations for interviews with experts 1/interviews in Japan
Outside personnel
7
2-5. Verification Items
① Whether or not a high-certainty sales scheme using Yakult Ladies can be established (establishment
of sales networks, high-certainty production and distribution networks)
② Whether or not local needs can be satisfied in terms of health awareness, price and taste (matching
paying capacities of consumers)
③ Adaptability to localization by understanding our USP (Unique Selling Proposition: local
establishment of a system for our strength, Yakult Ladies) and issues before launch (marketing from
zero)
④ Whether or not our sales and distribution methods work (cultivation of Yakult Ladies)
⑤ Whether or not we can build a relationship with related authorities and academic institutes for
cooperation.
Verification Results
3-1. Feasibility of business
We see that we can proceed with employment and education of Yakult Ladies and start of product sales at an
appropriate timing when plant is completed and ready for production.
3-2. Base for Determining Feasibility of Business and Verification Results
As a result of the health awareness survey including tasting that we conducted to understand the demand for
the product, which is a source of Yakult Lady job creation, there were high acceptance levels for the price,
taste and expectations for its benefit to health. Based on those, we anticipate a high consumer appetite. In
addition, since 90% of consumers had favorable feelings regarding home delivery by women, we consider
that the business can get off to a smooth start. The details are described in Chapter 2.
3-3. Remaining Issues and Actions for the Future
Items Remaining issues Actions
Distribution Secure sufficient number of Yakult
Ladies
Consider a recruitment guidebook based on the
survey results
Sales and
marketing
Promote understanding of probiotics
products (Lactobacillus-based
beverage Yakult)
Improve recognition of Yakult
Enhance relationship with related authorities and
academic institutes
3-4. Business Launch Plan
Yakult headquarters has established Yakult Myanmar Co., Ltd. aiming toward our business expansion in
Myanmar and planned and started construction of a local production plant of Lactobacillus-based beverage
Yakult. The suggestions obtained from the survey results will be used as references for planning and
expansion of the business in the future. The timing for completion of the plant and production equipment,
start of trial production, start of full-swing production, and start of sales activities is currently under
consideration.
8
Outline of Plant at Yakult Myanmar Co., Ltd.
(1) Location: Thilawa Special Economic Zone, a suburb of Yangon in Myanmar
(2) Area: Approx. 20,800 m2
(3) Building area: Approx. 7,453 m2
(4) Total floor area: Approx. 9,045 m2
(5) Start of construction: October 2016
(6) Produced item: Yakult
(7) Production capacity: 134,000 pieces per day at first
Myanmar plant, currently under construction (as of September 2018)
9
Chapter 2: Details of Survey Results
Investment and business environments (policies and systems, infrastructure and related facilities,
and others)
1-1. Policies and legal systems related to foreign investment in general
(1) Myanmar legal systems
Myanmar has the three following legal systems, including especially important legal regulations in terms of
Japanese companies’ inroads into Myanmar.
① The Myanmar Companies Act
(a) Definition of foreign companies
Foreign companies were redefined by the New Companies Act as companies with more than 35%
of stocks owned by foreign employees of nationalities other than Myanmar or foreign companies.
(b) Establishment of foreign companies
The Old Companies Act stipulated that permission to operate a business in advance from the
Directorate of Investment and Company Administration (DICA) was required to establish a foreign
company in Myanmar. Because the New Companies Act does not stipulate a system for acquiring
permission to operate a business, you can be exempt from the process of acquiring permission to
operate a business when establishing a foreign company.
(c) Establishment of subsidiaries by foreign companies
Because the New Companies Act permits foreign companies to own the stocks of other companies,
they are permitted to establish subsidiaries.
(d) Number of companies’ stockholders
The New Companies Act permits the establishment of companies with a stockholder.
(e) Stipulations about investment in kind
Because the New Companies Act stipulates that the value of investment in kind and the grounds for
its evaluation must be recorded by a companies’ board of directors, the board of directors takes
responsibility for investment in kind.
② Myanmar Foreign Investment Law
(a) Basic investment targets
Business enterprises
Movable property, real estate and related real estate rights, cash, pledge, mortgage, lien,
machinery, equipment, spare parts and related tools
Companies’ equity rights, stocks and debentures
Intellectual property rights
Contracted rights to make claims with monetary value
Contracted rights for construction, manufacturing and so on
Transferable rights based on contracts related to the exploration of natural resources and so
on
10
(b) Businesses whose investment activities are permitted only if you submit proposals to the
MIC and gain permission
Strategically important investment to Myanmar
Massive capital-intensive investment project
Investment that may have a huge impact on the environment and society
Investment using land and buildings owned by the national government
Investment designed by the Myanmar federal government that needs to be proposed to the
MIC
(c) Forbidden investment activities
Investment activity in businesses that may import dangerous or harmful waste into Myanmar
Investment activity in businesses that may import plants and animals under investigation or
not approved yet into Myanmar
Investment activity in businesses that may affect the traditions and customs of Myanmar’s
ethnic groups
Investment activity in businesses that may harm the general public
Investment activity in businesses that may affect nature and ecosystems
Investment activity in businesses related to the manufacturing of products and services
forbidden by existing laws
In addition, the Myanmar Investment Law permits you to lease land and buildings for a long time by
following the newly regulated procedures for approval, which saves you the trouble of submitting
applications to the MIC.
Regarding preferential measures in taxation, the period of exemption from corporate tax for companies that
received permission from the MIC varies from 3 years to 5 years to 7 years according to the level of
development of the region. Preferential measures are only applicable to business designated by the MIC.
③ The Special Economic Zone Law
(a) Classification of Free Zones and Promotion Zones in the Special Economic Zone
Area Free Zones Promotion Zones
Target
business
- Export-oriented manufacturing
industry
- Manufacturing industry by
indirect export
- Business for the Myanmar
domestic market
- Residential districts
- Supermarkets
- Banking
- Insurance industry
- Schools
- Hospitals
- Entertainment
facilities
Permitted
matters
- Exports are the main target, but
sales to the domestic market and
Promotion Zones are also
possible. (In such case, you must
follow the necessary procedures.)
- Sales to Free Zones and direct exports to foreign
countries are possible. (For sales to Free Zones,
you must follow the necessary procedures.)
(Source: Created based on materials at the time of the overseas briefing service in the JETRO Yangon Office)
11
(b) Stipulations about investment incentives for the Special Economic Zones
Type of tax exemption Old Investment
Law
New Special Economic Zone Law
Free Zones Promotion
Zones
Special
economic zone
developer
Target
business
Tax exemption 5 years 7 years 5 years 8 years
50% tax exemption -
In and after the
first year
5 years
In and after the
first year
5 years
In and after the
first year
5 years
50% tax exemption
on reinvestment
profit
In and after the
sixth year
In and after the
first year
5 years
In and after the
first year
5 years
In and after the
first year
5 years
Import
tariff
Building materials,
manufacturing
equipment and raw
materials
Tax exemption Tax exemption More than 5
years Tax exemption
Land use
Initial 50 years
(Two 10-year
extensions are
possible)
Initially 50 years
(One 25-year extension is possible)
(Source: Created based on materials at the time of the overseas briefing service in the JETRO Yangon Office)
(c) Setting up a One Stop Service Center (OSSC)
A facility established under the direction of the Special Economic Zone Management Committee to
supervise functions related to the special economic zone.
(d) The relaxation of foreign capital regulation
The New Special Economic Zone (SEZ) Law relaxed foreign capital regulation significantly.
Depending on the approval by the Special Economic Zone Management Committee, it is even
possible to make a 100% investment in foreign capital. In addition, it is also possible to invest in
business areas that were regulated under the Old Investment Law.
1-2. Legal systems related to the business and need to acquire permits and licenses
To grasp the circumstances surrounding the policies and legal systems related to the business, we conducted
a survey with the main managers of facilities located in Naypyidaw and Yangon after investigating major
administrative, medical and research organizations. In addition, regarding the development of the business,
we also conducted surveys with related organizations about administrative organizations that give approval
and authorization to product production, putting products on the market and the current state of gut bacteria
research and clinical tests, which are essential to basic health data.
12
（1）Outline of implementation for Expert Visiting Survey
Period Schedule A: From June 5 (Monday) to 10 (Saturday), 2017
Schedule B: From July 10 (Monday) to 15 (Saturday), 2017
Area Yangon and Naypyidaw
Target Administrative organizations
Organization name Location
The Ministry of Commerce Naypyidaw
The Ministry of Health and Sports Naypyidaw
Left: The Ministry of Commerce, right: The Ministry of Health and Sports
(Source: photos taken on a visit to Myanmar)
Medical and research organizations
Organization name Location
Yezin Agricultural University Naypyidaw
Naypyitaw General Hospital Naypyidaw
Myanmar Medical Council (MMC) Yangon
The University of Medicine 1, Myanmar Yangon
Medical Research Institute Yangon
Yangon General Hospital Yangon
North Okkalapa General Hospital Yangon
Thingangyun Sanpya General Hospital Yangon
Myanmar Medical Council (MMC) Yangon
Myanmar General Practitioners Association
(MGPA)
Yangon
Victoria Hospital (private) Yangon
Yezin Agricultural University North Okkalapa General Hospital Victoria Hospital
(Source: photos taken on a visit to Myanmar)
(2) Circumstances after the institution of the Law Concerning Consumer Protection
Based on the Law Concerning Consumer Protection, which was enacted by parliament in March 2014, the
Consumer Agency was established in April 2016. This agency consists of the headquarters made up of 23
officials and regional branches. This move was meant to keep pace with other countries as a member of the
13
Association of South East Asian Nations (ASEAN) and the project is being implemented according to a 10-
year plan for 2016-2025. Of the planned 2,700 staff members, 1,700 have already been secured.
The Food and Drug Administration (FDA) takes charge of quality control of foods and medical supplies
according to the Codex Alimentarius. Currently, laws for the quality control of foods are insufficient, so the
Consumer Agency carries out three activities: ① protecting consumers’ rights, ② giving directions for the
distribution of safe products to the market, and ③ researching the quality of products. In an effort to enhance
laws and help raise awareness of product safety, the agency also conducted 12,000 awareness-raising
campaigns and 6,000 food safety tests in the last year alone and created a change in consumer awareness
about having the right to choose products.
Regarding discussions about specific future food safety and health claim systems, if you have an office in the
Thilawa SEZ, you must contact the officials sent there by each government organization.
(3) About marketing products
In order to put products on the market, they need to be inspected by Yangon City Development Committee
(YCDC) and you must take the following procedures in advance.
① Fill out the form and submit it (does not need to be submitted to Naypyidaw)
② Pay an inspection visit to the factory
③ Submit a product sample to be examined
④ Apply to YCDC for a product inspection
(4) About clinical testing
You must acquire permission from the Ministry of Health for clinical testing. The Ministry of Health makes
a judgment about the submission of written plans on clinical testing programs in cooperation with the
Department of Medical Research (DMR) and hospitals. You must take the following procedures.
① Submit a written plan to the Ministry of Health and Sports to gain permission for implementation
② If the contents of testing are approved, the ministry will choose a department suitable for
implementation (DMR and FDA, and others) and build a system for managing the test
③ A proper testing field (hospital) is chosen within the organization that manages testing and makes an
offer
④ The Human Testing Ethics Committee is run by a committee within the DMR, not each hospital
(5) About organizations conducting research on microorganisms
The FDA and the DMR within the Ministry of Health are government-related organizations to which
microorganism researchers belong, and the National Health Laboratory is a government-related organization
that handles infectious diseases. The most important organization is ① the Myanmar Medical Council. ②
The Myanmar Academy of Medical Sciences (MAMS) makes recommendations to the Minister of Heath as
a thinktank. For joint projects with foreign entities, you must submit an application to the Ethics
Review/Research Committee (ERC) of the DMR to obtain approval. ③ The Myanmar Medical Association
is an academia-related organization and the Microorganism Research Association is a field-specific
organization under its umbrella.
14
Market for the Concerned Business
2-1. Surveys on Current Market Conditions (Market Competition, Market Size, Distribution Systems and
Others)
(1) Competition in the Market and Market Size
According to officials in charge at local food manufacturers, three types of beverages—bottled water,
carbonated drinks and energy drinks—currently occupy the beverage market in Myanmar. Other beverages,
including milk-based drinks, are handled collectively as others. Their market is said to be extremely small.
Three companies in Myanmar distribute and sell products similar to the Lactobacillus-based beverage, the
focus of the concerned business. None of these three has a Lactobacillus-based beverage manufacturing
facility in Myanmar. Their products are manufactured in Thailand and carried to Myanmar via overland
transport.
(2) Distribution Systems
Currently, overland transport using trucks is the main stream of logistics in Myanmar. The time required for
overland transport using trucks is said to be decreasing with the improvement of the road-related
infrastructure. In the opinion of leading retailer C, the introduction of global positioning system (GPS)
functions and trucker functions to logistics based on third party logistics (3PL) contracts with foreign-
affiliated companies has made logistics management easier in recent years. The retailer shared the view that
logistics via cold chains will spread in Myanmar in the near future, with Yangon at the center of this trend.
In many parts of relatively large cities, such as Yangon, Mandalay, Naypyidaw and Taunggyi, recently
products have been sold to consumers via retail routes, including hypermarkets such as Ocean Supercenter,
supermarkets such as City Mart, and convenience stores such as G & G. However, retailers in traditional
business categories, such as shops on the street and small, privately-run stores, continue to account for a large
volume of distributed products.
Beverage products are basically supplied to retailers in a variety of categories via wholesalers. There are also
cases in which companies in modern retail business categories purchase beverage products directly from their
manufacturers without going through wholesalers by forming an alliance with manufacturers.
Current Distribution Routes for Beverage Products in Myanmar
15
(Prepared based on interviews with officials at manufacturers and retail stores)
飲料メーカー
卸業者
＜近代的小売業態＞
■ ハイパーマーケット
■ スーパーマーケット
■ CVS（コンビニエンスストア）
＜伝統的小売業態＞
■ ゼー（市場）
■ 路上店
■ 小規模個人商店
消費者
Beverage manufacturers
Wholesalers
<Retailers in modern business
categories>
Hypermarkets
Supermarkets
CVS (convenience stores)
<Retailers in traditional business
categories>
Zei (marketplaces)
Shops on the street
Small, privately-run stores
Consumers
16
2-2. Marketing Research on Target Purchasers
(1) Implementation outline for average consumer survey
We conducted test marketing research to measure demand for Yakult products. Products which state that you
can improve your intestinal environment and maintain health by taking probiotics every day are new to
Myanmar consumers. Therefore, before staring local production and sales, we conducted test marketing by
importing Yakult products and holding a tasting for 1,000 average consumers. Also, we researched the
attitude toward health and understanding of the body, and the level of understanding of probiotics.
Although in the first interview survey of knowledgeable people it was found that probiotics was not widely
recognized even by researchers, it would be possible for average consumers to understand by providing
information and educating them through a face-to-face approach from a Yakult Lady. The taste and
characteristics of the products were highly evaluated in general. Of the respondents, 90% expressed a
favorable impression of the new face-to-face home delivery sales method in which women deliver products
to the homes and workplaces of customers. The products are expected to be well accepted.
- Survey period From Tuesday, December 5 to Friday, December 16, 2017
- Survey area Yangon area
- Survey target Men and women from age 20 to 49
- Valid response 1,000 people
- Respondent attribute Gender and age group: Men in their 20s, 30s, 40s and 50s; Women in their 20s,
30s, 40s, and 50s; 125 people per age group
Marital status: 303 married people, 667 single people, 30 other people (separated,
widowed)
SEC (household monthly salary category): A (above 2,000,000 MMK), B
(1,000,001－2,000,000 MMK), C (400,001－1,000,000 MMK), D (200,001－
400,000 MMK), E (200,000 MMK or less), 200 people, respectively
- Survey method CLT venue test (investigator interview method)
Reception of the survey in the venue (health attitude
survey)
Interview survey Explanation of probiotics
(Burmese)
17
(2) Understanding the intestinal environment and probiotics
In this survey we explained the body’s digestion mechanism and probiotics using an A4 panel in the face-to-
face method, and asked the level of understanding about the contents.
① Body’s digestion mechanism
Of the overall survey target, 34% replied, “I understood it well,” and 50% replied, “I think I understood it.”
The total of both parties reached 84%. Looking at the BOP segment, in SEC-D 29% responded, “I understood
it well,” with 46% responding, “I think I understood it.” In SEC-E 24% responded, “I understood it well,”
with 49% responding, “I think I understood it.” The results show that the lower the SEC, the lower the level
of understanding.
② Probiotics
Of the overall survey target, 28% responded, “I understood it well,” 49% responded, “I think I understood
it.” The total of both parties reached 77%. Similar to the body’s digestion mechanism above, there is a
tendency where the lower the BOP segment, the lower the level of understanding.
(3) Acceptance of the products
With regard to the evaluation of the products after tasting, 92% responded, “Delicious” about the taste.
Regarding ease of drinking, 98% responded, “Could drink regularly,” including 47% responding, “Could
drink daily.” The percentage of people who responded, “I don’t want to drink” was below 2%. For the
(expected) sales price, 91% replied, “Reasonable.” Because 90% highly evaluated sales performance,
responding, “They are likely to sell well,” it is expected that acceptance to purchase rate is high.
As points to note on sales, with regard to whether there is any drink that is similar to Yakult after the
explanation and tasting, 83% responded, “None.” Most people think it is a new product that they have never
before experienced. Therefore, it is preferable to educate people carefully about the body mechanism and the
product features of Yakult, as in this test marketing in the initial promotional activities. With regard to the
volume, 67% replied, “Small.” It is necessary to explain that unlike conventional soft drinks, regularly
consuming lactic acid bacteria will improve the intestinal environment.
① Taste
Q30.味（ひとつだけ）
0 0 0 0
全体 (N=1000) 0.0 0.0 0.0 0.0
男性 (n=500) 0.0 0.0 0.0 0.0
女性 (n=500) 0.0 0.0 0.0 0.0
20代 (n=250) 0.0 0.0 0.0 0.0
30代 (n=250) 0.0 0.0 0.0 0.0
40代 (n=250) 0.0 0.0 0.0 0.0
50代 (n=250) 0.0 0.0 0.0 0.0
性
別
年
代
おいしい
91.8
92.4
91.2
90.4
88.0
95.2
93.6
どちらでもない
7.1
6.8
7.4
9.2
9.6
4.8
4.8
おいしくない
2.4
無回答
(%)Taste (Select one)
Age g
roup
Delicious I can’t say either way Not delicious No answer
Overall
Men
Women
20s
30s
40s
50s
Gender
18
② Ease of drinking
③ Volume
④ Price
⑤ Presence of similar drinks
Q31.飲みやすさ（意向）（ひとつだけ）
0 0 0 0
全体 (N=1000) 0.0 0.0 0.0 0.0
男性 (n=500) 0.0 0.0 0.0 0.0
女性 (n=500) 0.0 0.0 0.0 0.0
20代 (n=250) 0.0 0.0 0.0 0.0
30代 (n=250) 0.0 0.0 0.0 0.0
40代 (n=250) 0.0 0.0 0.0 0.0
50代 (n=250) 0.0 0.0 0.0 0.0
性
別
年
代
毎日でも飲めそう
47.2
43.4
51.0
41.6
42.8
52.8
51.6
定期的に飲む
51.2
55.8
46.6
56.8
54.0
46.8
47.2
飲みたくない
2.4
3.2
無回答
(%)Ease of drinking (intention) (Select one)
Age g
roup
Could drink daily Could drink regularly Don’t want to drink No answer
Overall
Men
Women
20s
30s
40s
50s
Gender
Q32.容量（ひとつだけ）
0 0 0 0
全体 (N=1000) 0.0 0.0 0.0 0.0
男性 (n=500) 0.0 0.0 0.0 0.0
女性 (n=500) 0.0 0.0 0.0 0.0
20代 (n=250) 0.0 0.0 0.0 0.0
30代 (n=250) 0.0 0.0 0.0 0.0
40代 (n=250) 0.0 0.0 0.0 0.0
50代 (n=250) 0.0 0.0 0.0 0.0
性
別
年
代
少ない
67.4
66.8
68.0
73.6
67.2
66.0
62.8
ちょうどよい
32.6
33.2
32.0
26.4
32.8
34.0
37.2
多い 無回答
(%)Volume (Select one)
Age g
roup
Small Medium Large No answer
Overall
Men
Women
20s
30s
40s
50s
Gender
Q27.価格許容度（1本300MMKの場合）（ひとつだけ）
0 0 0 0
全体 (N=1000) 0.0 0.0 0.0 0.0
男性 (n=500) 0.0 0.0 0.0 0.0
女性 (n=500) 0.0 0.0 0.0 0.0
20代 (n=250) 0.0 0.0 0.0 0.0
30代 (n=250) 0.0 0.0 0.0 0.0
40代 (n=250) 0.0 0.0 0.0 0.0
50代 (n=250) 0.0 0.0 0.0 0.0
性
別
年
代
高い
2.4
2.4
妥当
91.4
89.4
93.4
90.0
91.2
92.4
92.0
安い
6.1
7.6
4.6
8.4
5.6
5.6
4.8
わからない 無回答
(%)Price acceptance (in the case of 300 MMK per bottle)
(Select one)
Age g
roup
Expensive Reasonable Inexpensive No answer
Overall
Men
Women
20s
30s
40s
50sG
ender
I don’t know
Q33.ヤクルトと似ていると感じた飲料の有無（ひとつだけ）
0 0 0 0
全体 (N=1000) 0.0 0.0 0.0 0.0
男性 (n=500) 0.0 0.0 0.0 0.0
女性 (n=500) 0.0 0.0 0.0 0.0
20代 (n=250) 0.0 0.0 0.0 0.0
30代 (n=250) 0.0 0.0 0.0 0.0
40代 (n=250) 0.0 0.0 0.0 0.0
50代 (n=250) 0.0 0.0 0.0 0.0
性
別
年
代
ある
17.1
15.2
19.0
22.8
16.4
16.0
13.2
ない
82.9
84.8
81.0
77.2
83.6
84.0
86.8
無回答
(%)Presence of drinks similar to Yakult (Select one)
Age g
roup
Yes No No answer
Overall
Men
Women
20s
30s
40s
50s
Gender
19
⑥ Prospect for sales of products
(4) Expectations for intestinal health
After explaining the body’s digestion mechanism and probiotics, we asked about the expectations for Yakult’s
effect on intestinal health. Of the overall survey target, 98% responded, “High expectations” and “Somewhat
high expectations.” There is not a large difference among the SEC, and in the BOP segment, the total nearly
reached 100%. It can be said that expectations for Yakult’s effect on intestinal health are very high.
(5) Attitude toward health
In the second field survey, we asked 1,000 average men and women, aged 20 to 59, who lived in the applicable
Yangon area about how they maintain their health. Approx. 72% responded, “I am careful about what I eat”
and “I am mindful about my sleeping hours and quality,” respectively, with 55% responding, “I am careful
about what I drink.” By gender, more women than men responded, “I am careful about what I eat,” and more
men than women responded, “I have an exercise routine.” About half of the respondents are careful about
what they drink, being mindful of their health. With regard to supplements, only 25% used them; and the
percentage was less than 33% in medicine.
With regard to “I am careful about what I drink,” we assume the issue of quality drinking water is mainly
involved. It seems that few people took an active attitude toward improving their gut using daily drinks to
prevent disease, and it is necessary to promote education.
Q29.売れ行きの見通し（ひとつだけ）
0 0 0 0
全体 (N=1000) 0.0 0.0 0.0 0.0
男性 (n=500) 0.0 0.0 0.0 0.0
女性 (n=500) 0.0 0.0 0.0 0.0
20代 (n=250) 0.0 0.0 0.0 0.0
30代 (n=250) 0.0 0.0 0.0 0.0
40代 (n=250) 0.0 0.0 0.0 0.0
50代 (n=250) 0.0 0.0 0.0 0.0
性
別
年
代
売れそう
89.6
87.0
92.2
88.8
88.0
91.6
90.0
売れない わからない
9.3
11.8
6.8
9.6
10.0
8.4
9.2
無回答
(%)Prospect for sales demand (Select one)
Age g
roup
Likely to sell well Not likely to sell well I don’t know No answer
Overall
Men
Women
20s
30s
40s
50s
Gender
Q25.腸の健康への期待度（ひとつだけ）
0 0期待
できる計
期待
できない計
全体 (N=1000) 0.0 0.0 97.7 1.4
A (2,000,000 MMK超) (n=200) 0.0 0.0 98.5 1.5
B (1,000,001 - 2,000,000 MMK) (n=200) 0.0 0.0 98.5 1.0
C (400,001 - 1,000,000 MMK) (n=200) 0.0 0.0 97.5 1.0
D (200,001 - 400,000 MMK) (n=200) 0.0 0.0 97.5 2.0
E (200,000 MMK以下) (N=200) 0.0 0.0 96.5 1.5
S
E
C
(
世
帯
月
収
区
分
)
とても期待できる
74.8
70.5
75.0
74.5
77.0
77.0
まあ期待できる
22.9
28.0
23.5
23.0
20.5
19.5
どちらでもない 期待できない 全く期待できない 無回答
(%)Expectations for intestinal health (Select one)
SE
C
(Household
month
ly s
ala
ry c
ate
gory
)
High expectationsSomewhat high
expectationsI can’t say either way No expectations
Overall
A (Over 2,000,000 MMK)
E (200,000 MMK or less)
Total of positive
answers for
expectations
Low expectations No answerTotal of negative
answers for
expectations
20
How Yangon citizens maintain health
(Source: Second pilot project of health attitude survey from December 5 to December 16, 2017)
2-3. Distribution and Sales Related Survey
(1) Implementation outline of “Status of Women’s Work Survey,” the interview with the BOP
segment of Yakult Lady applicants
We conducted the survey to confirm the current status of women’s work and understand the attitude toward
work for the applicants as sales ladies, Yakult Ladies, who will become a major force in the distribution
networks for lactic acid drink products.
When we explained the outline using the sheet that describes the duties of a Yakult Lady who works around
the world, the BOP segment showed great interest in the work, and they were expected to recommend it to
surrounding people. However, the survey results revealed that approx. half of the women had the right to
decide whether they worked. Therefore, it is necessary to promote understanding of a Yakult Lady’s work to
their spouses and families, in addition to training, when we carry out recruiting activities.
- Survey period From Tuesday, December 5 to Friday, December 16, 2017
- Survey area Yangon area
- Survey target Average women aged 20 to 49
- Valid response 500 people
- Respondent attribute Age group: Women in their 20s: 166; women in their 30s: 167; women in their
40s: 167
Marital status: 325 married people, 163 single people, 12 people in other
(separated, widowed)
Presence of a child (children) living together: Yes: 275 people; No: 225 people
SEC (Household monthly salary category): A (above 2,000,000 MMK), B
(1,000,001－2,000,000 MMK), C (400,001－1,000,000 MMK), D (200,001－
400,000 MMK), E (200,000 MMK or less), 100 people, respectively
- Survey method CLT venue test (investigator interview method)
How Yangon citizens maintain health (2017) (Unit: %)
I am careful about what I eat
I am careful about what I drink
I take supplements
I take medicine
I have an exercise routine
I am mindful about my sleeping hours and quality
I quickly consult with my family doctor
Other
I am not particularly careful about anything
Overall Men Women
21
In this survey, applying SEC (household monthly salary category) for five segments (A~E: 100 people each)
to the survey target and using past data from the Myanmar Central Statistical Organization as a reference, the
survey target that falls under D (200,001－400,000 MMK) and E (200,000 MMK or less) of SEC were
positioned as the BOP segment. In order to clarify the attitude toward work of the BOP segment, A (above
2,000,000 MMK), B (1,000,001－2,000,000 MMK), and C (400,001－1,000,000 MMK) were defined as the
survey target for comparison.
Reception of the survey in the
venue (status of women’s work
survey)
Interview booths Survey scene Explanation of a Yakult
Lady (Burmese)
(2) Work status of the BOP segment
Looking at the current work status of the overall survey target, 60% responded, “I am working,” and 40%
responded, “I am not working.” When we only look at the BOP segment, the percentage of women who
responded, “I am working” in SEC-D was 57%, with 43% in SEC-E, which is less than 50%. On the other
hand, the percentage in SEC-C was 68%, and the percentage in SEC-B was the highest of all at 70%, with
the percentage in SEC-A at 64%. The percentage of working people was low in the BOP segment.
(a) Main purposes for working in the working BOP segment
When we asked the working survey target about their main purposes for working, 65% of overall women
responded, “To support my family,” which was the highest of all, followed by 55% in, “To save money for
the future of my family.” When we only look at the BOP segment, the percentage of women who responded,
“To support my family” exceeded 70%. It shows that as the SEC segment gets lower, they work for more
realistic reasons.
Overall
A (Over 2,000,000 MMK)
E (200,000 MMK or less)
To support my
family
To have more for
my children’s
education fees
To spend lavishly
on family
entertainment
and so on
To save money
for the future of
my family
To earn money
that I can spend
freely
My spouse
doesn’t (can’t)
work
Other
+5 points compared to
the overall target figure
-5 points compared to the
overall target figure
22
(b) Reasons why the non-working BOP segment does not currently work
When we asked the non-working survey target about their reasons for not working, 30% of women responded,
“There is no daycare,” which was the highest of all, followed by “Health reasons” (15%), and “I don’t have
any financial issues” (10%). When we only look at the BOP segment, 40% of women in SEC-D responded,
“There is no daycare,” with 33% in SEC-E. Also in SEC-E, 12% responded, “The workplace is not suitable.”
Therefore, solving issues with daycare and workplaces will help increase the percentage of working women
in the BOP segment.
(3) Attraction of work as a Yakult Lady
Of the overall survey target, 75% have felt “Attractive” about work as a Yakult Lady, with 11% responding
“Not attractive,” and 14% responding, “I cannot say either way.” When we only look at the BOP segment,
73% in SEC-D have felt “Attractive,” with 13% responding “Not attractive.” The results are nearly the same
as the overall survey target. However, the percentage of women in SEC-E who have felt “Attractive” was
79%, which is high, and the percentage of women who responded “Not attractive” remained at 8%. Therefore,
it was found that the lower SEC segment felt attracted to a Yakult Lady’s work.
(4) Authority to decide to work
When we asked whether they have the authority to decide to work, of the overall survey target, 60%
responded, “I can decide,” with 40% responding, “I can’t decide.” In the BOP segment, 53% of women in
SEC-D responded, “I can decide.” Women in the lower SEC segment tend to have less authority to decide.
(5) Points to note for consideration of developing sales networks
Keeping in mind the development of product sales networks by Yakult Ladies in the future, it is necessary to
make preparations for determining working conditions of a Yakult Lady based on the results of the interview
on working conditions.
0 0 0 0全体 (N=500) 0.0 0.0 0.0 0.0A（2,000,000 MMK超） (n=100) 0.0 0.0 0.0 0.0B（1,000,001 - 2,000,000 MMK） (n=100) 0.0 0.0 0.0 0.0C（400,001 - 1,000,000 MMK） (n=100) 0.0 0.0 0.0 0.0D（200,001 - 400,000 MMK） (n=100) 0.0 0.0 0.0 0.0E（200,000 MMK以下） (n=100) 0.0 0.0 0.0 0.0
SEC
魅力を感じる 75.075.072.076.073.079.0
どちらでもない 14.412.017.0 16.014.0 13.0
魅力を感じない 10.613.011.08.013.08.0
無回答 (%)
0 0 0 0
全体 (N=500) 0.0 0.0 0.0 0.0
A（2,000,000 MMK超） (n=100) 0.0 0.0 0.0 0.0
B（1,000,001 - 2,000,000 MMK） (n=100) 0.0 0.0 0.0 0.0
C（400,001 - 1,000,000 MMK） (n=100) 0.0 0.0 0.0 0.0
D（200,001 - 400,000 MMK） (n=100) 0.0 0.0 0.0 0.0
E（200,000 MMK以下） (n=100) 0.0 0.0 0.0 0.0
S
E
C
魅力を感じる
75.0
75.0
72.0
76.0
73.0
79.0
どちらでもない
14.4
12.0
17.0
16.0
14.0
13.0
魅力を感じない
10.6
13.0
11.0
8.0
13.0
8.0
無回答
(%)
Overall
A (Over 2,000,000 MMK)
E (200,000 MMK or less)
Feel attractive I can’t say either way I don’t feel attractive No answer
Q35.働くことに対するご自身の決定権（ひとつだけ） 0 0 0 0全体 (N=500) 0.0 0.0 0.0 0.0A（2,000,000 MMK超） (n=100) 0.0 0.0 0.0 0.0B（1,000,001 - 2,000,000 MMK） (n=100) 0.0 0.0 0.0 0.0C（400,001 - 1,000,000 MMK） (n=100) 0.0 0.0 0.0 0.0D（200,001 - 400,000 MMK） (n=100) 0.0 0.0 0.0 0.0E（200,000 MMK以下） (N=100) 0.0 0.0 0.0 0.0
SEC（世帯月収区分）
決定できる 60.263.064.062.053.059.0
決定できない 39.837.036.038.047.041.0
無回答 (%)
Q35.働くことに対するご自身の決定権（ひとつだけ）
0 0 0 0
全体 (N=500) 0.0 0.0 0.0 0.0
A（2,000,000 MMK超） (n=100) 0.0 0.0 0.0 0.0
B（1,000,001 - 2,000,000 MMK） (n=100) 0.0 0.0 0.0 0.0
C（400,001 - 1,000,000 MMK） (n=100) 0.0 0.0 0.0 0.0
D（200,001 - 400,000 MMK） (n=100) 0.0 0.0 0.0 0.0
E（200,000 MMK以下） (N=100) 0.0 0.0 0.0 0.0
S
E
C
（
世
帯
月
収
区
分
）
決定できる
60.2
63.0
64.0
62.0
53.0
59.0
決定できない
39.8
37.0
36.0
38.0
47.0
41.0
無回答
(%)
Overall
A (Over 2,000,000 MMK)
E (200,000 MMK or less)
SE
C
(Househ
old
month
ly s
ala
ry cate
gory
)
Authority to decide to work (Select one)
I can decide I can’t decide No answer
23
① Monetary amount per month that they want to earn working as a Yakult Lady
Of the overall survey target, 27% of women responded, “150,001-200,000 MMK,” which was the highest of
all, followed by 18% in “300,000 MMK or less,” and “200,001-250,000 MMK,” respectively. Even in the
BOP segment, the percentage for “150,001-200,000 MMK” was 30% or higher, which was the highest of all.
② Range of the branch where they can commute from home
Of the overall survey target, 34% of women responded, “less than 5 km,” which was the highest of all,
followed by 27% in, “less than 1 km,” and 12% in, “less than 10 km.” The same trend can be seen in the BOP
segment, and there is no difference in SEC.
③ Transportation methods in the case of commuting from home
Of the overall survey target, 47% of women responded, “I need transportation,” which was the highest of all,
followed by 41% responding, “On foot,” and 34% responding, “By bus.” Similar to “Range of the branch
where they can commute from home,” there is no difference in transportation methods in SEC.
④ Number of days that they can work per week
Of the overall survey target, 41% of women responded, “5 days,” which was the highest of all, with 35%
responding, “6 days,” and 17% responding, “7 days.” Looking at the BOP segment, in SEC-E 40% of women
responded, “6 days,” which was the highest of all. As the SEC gets lower, the percentage of women who
responded “6 days” rather than “5 days” tends to be higher.
Development of Business Plans
3-1. Development of Verification Matters to be Used as Criteria for Commercialization
(1) Establishment of reliable sales schemes by Yakult Ladies
We make sure that the sales networks and production and distribution systems can be built to establish a
home delivery system utilizing Yakult Ladies, and the home delivery system will be accepted at the site.
Issues to promote commercialization Related survey items implemented
- Development of regular purchase customers in
sales areas
- Acceptability of work as a Yakult Lady at the site
(including local business practices and customs)
- Status of development of basic infrastructure
- Distribution control to keep products refrigerated
- Survey on investment and business environments
- Survey on the market of this project
- Product manufacture and distribution related
survey
- Survey on sales, marketing, and after sales
service related issues
- Development of business plans
- Implementation of interview survey
24
(2) Response to local needs regarding attitudes toward health, price and taste
In an area with poor sanitation, a major purpose of this project is to provide Yakult, which improves the
intestinal environment, through a home delivery system utilizing local women, and establish continuous
drinking habits. It is necessary to promote the continuous purchase of Yakult for commercialization, and it
is essential to properly understand the opinions about price and taste at the site, as well as ideas.
Issues to promote commercialization Related survey items implemented
- Acceptability of flavor of lactic acid drinks
- Attitude toward health management and
knowledge
- Consumer’s payment capabilities
- Survey on sales, marketing, and after sales
related issues
- Development of business plans
- Implementation of interview survey
(3) Response to localization by identifying USP and issues for launch
Lactobacillus casei strain Shirota provides useful functions of surviving until it is delivered to the intestine
and supporting the improvement of the intestinal environment. We will use the latest technologies and
knowledge of Yakult probiotics, which utilize Lactobacillus casei strain Shirota, as the strengths in
Myanmar. We also have strengths in the Yakult Lady system, which is a unique distribution network
developed through the accumulation of knowhow around the world. We will develop this system in
Myanmar and deliver products to general homes and retails stores.
Issues to promote commercialization Related survey items implemented
- Understanding and acceptability of probiotics at
the site
- Acceptability of home delivery system
- Survey on sales, marketing, after sales service
related issues
- Survey regarding consideration for the
environment and society
- Consideration for the development effect from
implementing this project
- Development of business plans
- Survey on the market for this project
- Implementation of interview survey
(4) Feasibility of sales and delivery methods (Development of Yakult Ladies)
We verify whether the home delivery system using Yakult Ladies will be accepted at the site, and the
development of instructors and effective training methods to introduce the system at the site.
Issues to promote commercialization Related survey items implemented
- Applicants and instructors for Yakult Lady
(recruiting related)
- Ensuring the level of a Yakult Lady (ensuring
reading and writing, and calculation
capabilities)
- Ensuring the level of Yakult Lady instructors
- Acceptability of door-to-door sales
- Survey on sales, marketing, after sales service
related issues
- Development of business plans
- Implementation of interview survey
25
(5) Development of collaborative relationships with related government agencies and academic organizations
We will develop collaborative relationships with related government agencies and academic organizations
to comply with the laws and regulations concerning this project, and obtain permits appropriately.
Issues to promote commercialization Related survey items implemented
- Arrangements of information of knowledgeable
people at the site
- Preparation for the future survey on drinks
- Consideration for the possibility of joint
research
- Local food regulations (including health claims)
- Understanding of safety and health related
issues
- Survey on investment and business
environments
- Development of business plans
- Implementation of interview survey
(6) Remaining issues and future solutions
Remaining issues Solutions
Securing sufficient Yakult
Ladies
Consideration for application guidelines based on the results of the
questionnaires
Implementation of recruiting using cases from neighboring countries
where we have already entered the business (home visits and others)
Promoting understanding of
probiotics products (lactic
acid drink Yakult)
Improvement in recognition of Yakult, strengthening collaboration with
related government agencies and knowledgeable people, and
implementation of product sampling and probiotics training seminars
3-2. Procurement Plan for Raw Materials and Equipment
We try to achieve the target for local procurement, but when we cannot procure raw materials and equipment
that meet our production control standards at the site, we will procure them from Japan or other countries.
As a result of the survey, they are expected to be procured in general.
3-3. Production, Distribution, and Sales Plans
Production plan: Decide on a daily production plan according to the sales status (initial production capacity:
134 thousand bottles per day)
Distribution plan: Similar to countries where we entered in business, we strive to establish a refrigerated
logistics infrastructure from production plants to stores, home delivery sites and customers. We will use
motorbikes, bicycles and handcarts according to the local laws (vehicle regulations). It is expected that
product distribution will develop without any problem in general.
Sales plan: Start sales from Yangon, the largest city, and gradually expand to regional cities.
3-4. Personnel Plans and Human Resource Development Plans
At General Affairs Department and Human Resources Department, Production Department, Sales
Department, and Academic Public Relations Department, first we will develop executives using the
minimum number of temporary workers from Japan. After that we will carry out recruiting activities
centering on Japanese employees and executives, and implement human resource development via Yakult-
specific corporate culture, respecting Myanmar culture and striving for integration. With regard to the number
of employees required for organization operations, we will decide this according to the sales start schedules
26
and subsequent expansion of sales quantity.
When we look at the situation in the ASEAN areas where we entered in business, we started sales with approx.
30 Yakult Ladies, and increased them to 200 to 400 people five years after the start of sales.
The situation is expected to be the same in this location.
Consideration for the Development Effect by Implementing This Project
4-1. Setting the Development Issues We Want to Solve through BOP Business and Indicators
There are roughly two Myanmar development issues that we want to solve through this project: BOP business
of home delivery service for lactic acid drinks. The indicators are as follows.
Myanmar development issues that can be solved through BOP business
Issues Solutions Development
indicators
Improvement in health of
Myanmar people through
the spread of lactic acid
drinks
(1) Improvement in the intestinal environment of
Myanmar people, reducing infantile acute diarrhea,
which is often seen in developing countries
(2) Education and promotion of preventive medicine to
stop people from becoming ill
●Number of Yakult
bottles sold
●Number of Yakult
Ladies Reducing the gender gap
by providing working
opportunities for women
Improvement in the rate of women’s employment by
widely providing work opportunities as a Yakult Lady
for women, including those who are nursing a child
(1) Improvement in the intestinal environment and reducing the onset of diarrhea
Myanmar is a country in Asia that has the highest fatality rate of children below the age of 5. According to
the UNICEF statistics, “The State of the World's Children 2016,” the death rate per 1,000 people was 50
people; worse than the 48 people in India, and was ranked the 44th worst in the world. The causes of the death
for children below the age of 5 were mainly diarrhea, malnutrition, stillbirth and premature birth, in addition
to the acute respiratory diseases. The percentage of children below the age of 5 who had treatment with oral
rehydration salts (ORS) when they had diarrhea remained 61%.
In the reports obtained from the National Nutrition Center (NNC) in The Department of Public Health under
the Ministry of Health and Sports which we visited in the first survey, there were issues with the disease rate
in diarrhea for children below the age of 5 and the treatment. Ten percent of children below the age of 5 had
diarrhea within two weeks before the survey, with a high percentage of children below the age of 2; 17% in
children 12 to 23 months old. The percentage of children who were taken to the hospital with diarrhea
remained 54%, and 14% did not have any treatment. Although treatment at national hospitals is free, they are
always crowded. Considering the transportation, costs, and time required until the patients reach the hospital,
they have difficulty obtaining treatment. In this situation, it is preferable that the spread of drinks that support
improvement in the intestinal environment will lead to a reduction in diarrhea.
27
Disease rate of diarrhea by age in months Treatment for diarrhea
(Source: Myanmar Demographic and Health Survey 2015-2016)
In the second health attitude survey, 6% of people responded there was a problem with their intestines.
Women suffered slightly more than men.
The number of Yakult bottles sold were used as an indicator for reducing the onset of diarrhea based on the
test results in “Preventive effect of Lactobacillus casei strain Shirota concerning infantile acute diarrhea,”
targeting 3,758 children (aged 1 to 5) in Kolkata, India (large scale joint research conducted by the National
Institute of Cholera and Enteric Diseases (NICED) and Yakult Honsha in 2010). As a result of drinking a
bottle per day for 67 to 84 days (12 weeks), the disease rate of diarrhea in people who drank Lactobacillus
casei strain Shirota was reduced by 14% annually.
(2) Increase in the employment rate of women
According to the World Bank data, when we compare the economic participation rate of male and female
labor forces in 2016 respectively by income, there is a significant gap in the economic activity participation
rate between men and women, as shown below. In particular, in the middle income group, the economic
activity participation rate of men was 77%, with the rate for women remaining at just 47%, and there was a
30% gap. The expansion of women’s employment will lead to reducing the gender gap.
Economic activity participation rate of men and women by income (2016)
(Source: Based on the World Bank materials)
83
77
6870
47
52
0
10
20
30
40
50
60
70
80
90
Low Income Middle Income High Income
各収入域における男女の経済活動参加率（2016年）
男性（15歳以上） 女性（15歳以上）
（単位：%）
Economic activity participation rate of men and women
by income group (2016)
(Unit: %)Men(age 15 or older)
Women(age 15 or older)
28
We conducted an interview survey for companies who hire many working women and organizations who
promote it.
We mainly asked the representatives and chiefs of the organizations and companies about the women’s work
status, working environment, and training.
- Survey period Wednesday, September 19 to Friday September 21, 2018
- Survey area Yangon area
- Survey target Companies and organizations
Name Outline of business activities
National YWCA of
Myanmar Founded in 1900. Business activities include holding health seminars;
providing micro financing; holding seminars for women on laws, the
environment, and the prevention of human trafficking; awarding
scholarships for children; and supporting women in refugee camps.
JOICFP Founded in 2005. The organization has four dedicated staff, and works
with the Ministry of Health and Sports to provide care for women before
and after childbirth. Business activities include holding health seminars
for parents and children, visiting pregnant women and recommending
examinations by doctors, and vaccinations for children aged 5 or
younger.
Gold Power Co., Ltd. Founded in 1993. Business activities include the production and sales of
baby food, hotel business, sales of generators, production of nutrient-
enhanced rice through a technology transfer from a French NGO. Eighty
percent of the employees are women.
J-SAT Co., Ltd. Founded in 1998. Temporary employment and talent introduction.
Eighty percent of the employees are women.
YWCA JOICFP Gold Power J-SAT * Scene at work
(Source: Pictures taken when we visited Myanmar)
Working women give the impression that they are diligent, sincere, strong in numbers, and honest. It is
believed that financial management can be assigned to them. In urban areas, the number of working couples
is increasing, and women who work outside are increasing as well. However, if women with a young child
try to work, it will be difficult without the parents living together or nearby who can take care of their children.
With rising prices, it is difficult to bring a parent to their home. Mothers will need day nurseries. The problem
is that some husbands oppose their wives working outside and others spend the income earned by their wives.
There were cases in which we invited husbands to attend the seminar and made them understand the
possibility of making their families affluent in the future.
Women tend to prefer sewing, making soap and administrative work. There are many cases in which they
quit a job early because of issues with in-house communication, future prospects of the company and wages.
In order to develop excellent sales persons, it is indispensable to provide commission systems and a superior’s
care. Specifically, it is important to set targets clearly and inform them of incentives when they achieve the
targets; superiors need to communicate well and solve their dissatisfaction. Also, with regard to recruiting,
29
there is hidden excellent talent who were unable go to school due to political and familial circumstances, and
it is essential to find excellent talent through interviews and so on instead of only evaluating applicants with
resumes and an academic background.
4-2. Scenario for Producing the Development Effect after BOP Business is Implemented (Draft)
We strive to solve the development issue of the BOP segment through the promotion of a business that can
be expected to produce effects: increase the women’s employment rate of the BOP segment and improve the
intestinal environment by providing daily drinks in a convenient home delivery service and making them
healthy.
We obtained approval for health claims in some countries in previous Yakult overseas business operations;
the lactic acid drink Yakult regulates the functions of the intestines. Because the results of the second health
attitude survey showed high expectations for intestinal health after drinking Yakult, we will continue to
provide training in the future. These efforts will lead to making it a habit to drink lactic acid drinks daily,
improving people’s health.
While some statistics show that the gender gap tends to decrease with education, including an academic
background, a gap remains between men and women in participating in economic activities. A Yakult Lady’s
job includes explaining and selling products that contribute to health of Myanmar people, and it is easy to be
approved by the surrounding people. Also, it provides work conditions that make women from the households
of the BOP segment comfortable to work. By introducing this new kind of occupation, it will lead to
improving the women’s employment rate. The second health attitude survey shows that the attitudes toward
women working from Yangon citizens were promising to support the women working status.
Consideration for the possibility of collaboration with JICA projects
With regard to collaboration with a “Spread and verification project regarding electric assist bicycles”
proposed by JICA, there will be room to consider collaborations in the future if we can use electric assist
bicycles for commercial purposes without any legal problems by complying with Myanmar laws, and we can
expect the price to be worth the costs.
